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Brand management Essays & Research Papers

Best Brand management Essays

BOOST JUICE:
Boost Juice was founded by Australian born, Janine Allis. The product advocates healthy living. This is now an extremely successful franchise business and the fastest growing juice bar chain of stores and products in Australia. The product Boost juice started off as an yoghurt product and after patenting the product, the juice was born.
The stores:
The Boost Juice operates through Franchise stores which is a very successful marked ploy because the owners realized that unless...

What is a Brand ?
Brands were originally developed as labels of ownership: name, term, design, and symbol. However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets, and indeed become the organization's most valuable assets.
A brand is name, term, sign, symbol, design, or a combination of the above to identify the goods...

BRAND MANAGEMENT:
BRAND:
A brand is a name, term, sign, symbol or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. For example, Coke, Nestle and Microsoft are well renowned brands. In technical speaking whenever a marketer creates a name logo symbol he or she has created a brand.
Brands really matter for both consumer and manufacturer.
From consumer’s point of view:
Identification of...

All Brand management Essays

Brand Management
Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business.
Brand...

1. What do brand means to you? What are your favorites brand and why?
2. Why are brands important? What functions do they perform that makes them so important to marketers?
3. What do you thing has the strongest brand and why?
4. Can you think yourself as a brand? What do you do to brand yourself?
5. What do you think of the new branding challenges and opportunities that are listed from brand builder's point of view? Can you think of any other issues?
6. What is brand mantra?...

CRITICAL STUDY TOWARDS BRANDING SWITZERLAND
INTRODUCTION This is a critical study about evaluating the strategies of branding Switzerland. Firstly, the paper provides a comprehensive literature review around nation branding area. In the second part, a case study about branding Switzerland will be presented. Within the case study part: positioning the image of Switzerland along with main aspects and practical strategies in branding Switzerland will be covered. In the third part, Dordevic’s six...

Jinhui SHAO
ID: 564877
Q: Pick a brand. Employ projective techniques to attempt to identify sources of its brand equity. Which measures work best? Why?
Brand: Cartier
Free Word Association Test:
To carry out our Word Association test, participants were given a blank piece of paper with the words “Cartier.” on it. They were asked to write down words that they thought represented the brand and also, note down the strength of these associations using color coded lines. We allowed...

﻿Brand Management :
Brand management is a communication function that includes analysis and planning on how that brand is positioned in the market, which target public the brand is targeted at, and maintaining a desired reputation of the brand. Developing a good relationship with target publics is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer takes...

Can you think of anything that cannot be branded? Pick an example that was not discussed in each of the categories provided (Services, retailers and distributors, people and org, sports, arts, and entertainment) and describe how each is a brand
Can you think of yourself as a brand? What do you do to “brand” yourself?
Can you think of any negatively correlated attributes and benefits other than those listed in Figure 2-6? Can you think of any other strategies to deal with negatively...

Umbrella Brands
The 1980s witnessed a revolution in the understanding of the working of the brands. Marketers depict brands as a reflection of customers’ own personalities, so that they can relate to their products well. In fact the distinguishing aspect of the modern marketing has been its focus upon the creation of differentiated brands and using them as weapons for launching multi-level attacks on competition. Market research has been used to help identify and develop bases of brand...

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MTV’s Jersey Shore turned to a huge brand
Teacher: Mathias Bode
Language: English
Length of assignment: 10 pages
Deadline: 21/12/2012
Table of Contents
INTRODUCTION
Brand! Wow, such a brand! OMG, you are so branded! Yes, I’m buying it, because of that brand!
These are expressions you can hear every day, but what exactly ‘brand’ means? There are many definitions of brand, because brand for everyone means differently. For one it can be a label from expensive designer, or a...

Consumer Psychology and Brand Management
Sourav Jain,
Dr. B.B. Singla
Abstract
In a world where the consumer is confronted with a variety of alternatives to choose from, a strong brand can have a dramatic impact on his/her purchase decision. While it is often possible to imitate manufacturing processes, the beliefs, attitudes and associations established in the consumer’s mind cannot simply be imitated. Thus more and more firms and organizations of all types have realized...

Application Exercise for Strategic brand management.
Brand Equity.
The value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent. Companies can create brand equity for their products by making them memorable, easily recognizable and superior in quality and reliability. Mass marketing campaigns can also help to create brand equity. If consumers are willing to pay more for a generic product than for a branded one,...

MontGras: Export Strategy for a Chilean Wine
To what extent can MontGras control its own market position, as opposed to being dominated by the country-of-origin effect, and be perceived as a “Chilean Wine”?
The country-of-origin effect in this case has a large influence on how consumers perceive wine from this particular part of the world. However, I firmly believe there is room for MontGras to control its own market position. Even though the country-of-origin effect in this case has a...

1) Why does Unilever want fewer brands?
First of all let’s define what we mean does “brand” mean? I think brand is the practical, emotional, or instinctual response that is stimulated in the brain by a product or company. Brand is the image and feeling that get to people minds and hearts when they hear, smell, see and think of your name, product, and benefit. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is...

When people talk about furnitures, the first brand which comes to mind is IKEA. Originating from Sweden, IKEA first open shop in 1958, then in Norway in 1963 and soon after, it spread throughout the whole of Europe and thus slowly making its way to the whole world. With their biggest market in Germany with 45 stores followed by United States with 35 stores, now IKEA have 313 stores in 30 countries. (Cult Branding, 2012). Known for its simplistic design which has maximum optimization, IKEA...

Global Brand Management
As brand guru Martin Lindstrom once said "A brand is more than a word. It is the beginning of a lifetime dialogue." To understand the dialogue, I see myself interacting with the people from this field. The ‘Global Brand Management’ summerim program will give me just the platform which I need to succeed. My objective of learning this course is to understand the practical application of the various marketing concepts which I have been studying for the past two...

Introduction:
Review: Teresa da Silva Lopes & Mark Casson (Winter, 2007). Entrepreneurship and the Development of Global Brands: Business History Review 81 by The President and Fellows of Harvard College (Extract from page 651-680)
World’s economy in early 1980s leaded to the merger wave in business industries. Only few independent brands have survived during that period. In the article, the authors addressed the question of why so few independent brands survived and they also aim to address...

Brand Management Midterm
Study Guide
January 23, 2013
* Inter Brand’s Valuation Approach
* The increasing recognition of the value of intangibles came with the continuous increase in the gap between companies’ book values and their stock market valuations, as well as sharp increases in premiums above the stock market value that were paid in mergers and acquisitions in the late 1980s.
* The brand is a special intangible that in many businesses is the most important asset....

³AFFECT OF BRANDING ON CONSUMER PURCHASE DECISION IN FMCG GOODS AND DURABLE GOODS´
INTRODUCTION What is a BRAND? Brand recognition and other reactions are created by the use of the product or service and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to the product and serves to create associations and expectations around it. A brand often includes a logo, fonts, color schemes, symbols, and sound, which may...

﻿Brand management
1.0 Introduction
“I do not design clothes, I design dreams” Ralph Lauren.
Building a strong brand is the goal of many organizations.
Since 1967, Ralph Lauren brand is a perfect example of how a company must build strong brand equity through the years. It is a well established elite company; which according to Interbrand1; it ranked 24th in the U.S.A market in 2010. Ralph Lauren expanded his company to more than just selling clothes. The company also sells; house wares,...

Brand Management
“Without question, branding is a complex management area that deserves study from a variety of different perspectives and academic traditions. By providing a multi-disciplinary approach, this textbook provides a welcome and invaluable resource for thoughtful students, scholars, and practitioners who want to fully understand branding and brand management.” Kevin Lane Keller, Tuck School of Business at Dartmouth “At last a book that cuts through the clutter about understanding...

Product & Brand Management
Assignment cum Presentation Brief
Project A – Product Life Cycle
• Show the various stages of the life cycle since the evolution of the product
• What have been the driving factors to ensure continuity of each stage of the life cycle
• What in your opinion is the future of the product – Identify suitable development options and conduct interview(s) to determine the most acceptable future strategy for the product
Project B – Evolution of a...

Brand Management in Automobile Industry
Literature Review
Mr. Bentley? He builds fast trucks.
Ettore Bugatti[1]
Peter Drucker, who is claimed to be “the greatest management thinker of the last century”[2], once declared: “The automotive industry is an industry of industries”[3]. The automobile industry exists for more than a century and tracing the changes and development that took place there could tell volumes about the human history. In some way automotive industry reflects it,...

This assignment analyses how Real Madrid went from a local to global organization and turned into one of the most well known football clubs in the world by leveraging its brand equity and implementing successful marketing programmes throughout the world.
Real Madrid was ranked the richest football club in the world in 2009-10, according to Delloitte Football Club Annual Report with €438.6m in revenue. (Goal.com, 2011)
1) Brand values and positioning
Brand awareness
For the first 100...

Subject: Brand management Article
Growing importance of social media for the suits:
KARACHI:
The growing importance of social networking websites particularly Face book and their penetration in the country cannot be ignored by corporate managers who for the most part don’t yet have a dedicated social media team. A host of local as well as multinational companies operating in Pakistan now see social media as an important marketing tool to promote their brands.
In Pakistan, Face book is the...

Chapter-3
Positioning
Positioning is choosing a position in the target group’s minds, that:
- is distinctive from the competition
- is relevant for the target group
- fits the organisation
with the aim of creating a preference.
Positioning Approaches
1. Is relative to competition.
2. Exists in the mind of the consumer.
 Attributes
 Competitors
 Use or application
 Price/quality
 Product user
 Product class
 Cultural symbol
Positioning Quiz
RyanAir Price
KLM...

What is a brand?
A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them form those of competitors
Essentially a marketer's promise is to deliver a specific set of features, benefits and services consistently to the buyers
Cadbury's best tasting chocolate constitutes the main ingredient of much of these products including everything from solid blocks to chocolate filled...

Strategic Brand Management Process
I've selected this topic, since it's very important to understand the various aspects in the <b>PROCESS</b> of strategic brand management.
The process of strategic brand management basically involves 4 steps:
1. Identifying and establishing brand positioning.
Brand Positioning is defined as the act of designing the company's offer and image so that it occupies a distinct and valued place in the target consumer's mind.
Key Concepts:
*...

Introduction
Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. According to the American Marketing association , a brand is a “name, term, sign, symbol, or design, or a combination of them , intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition.” However branding is much more; what distinguishes a brand from its unbranded commodity counterpart and...

Cadbury: The Brand
The Cadbury brand enjoys a high level of brand equity in Ireland. Research shows 96% of consumers recognise the brand, while 74% state that when it comes to chocolate, only Cadbury’s will do!
There are three main brand name strategies:
Family brand names: The parent brand is also known as an "umbrella" brand. This term is given to product ranges where the family brand name is used for all products. The advantage of this approach is that positive associations with the parent...

BRAND MANAGEMENT
Q1. Define Brand Management?
ANS. Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. Brand Management involves a number of aspects such as cost, customer satisfaction, in-store presentation & competition. Brand Management is built on a marketing foundation but focuses directly on the brand & how that...

INTRODUCTION
Kids are becoming more and more brand conscious these days. The children, who were interested to be taken to the parks and zoos until few years back, have been showing a new approach to the apparel altogether. There has been a gradual shift in the purchase pattern, with kids taking over to decide their own preferences and turning out to be impulsive buyers. They are very much interested and excited about coming along with their parents for buying their own clothes and stuff these...

MARKETING AND BRAND MANAGEMENT
TASK 1 – OVERVIEW OF BREAKFAST CEREAL MARKET
TASK 2 – KELLOGG’S BRAND
[pic] [pic] [pic] [pic] [pic] [pic]
MARKET SIZE AND PRODUCT CATEGORIES
This market is an oligopoly with a Kellogg’s Co, Weetabix and Cereal Partners having two-third of market.
An oligopoly market structure is one in which there are a few large producers who are present in the industry and account for most of the output in the industry and have concentrated market shares.
Weetabix...

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Brand Management
Dockers Case Study
1. Describe the broader product-market and competitive offerings for pants at the time of the Dockers launch (What choices did men have regarding pants?). Utilize the CBBE Pyramid to describe the association for the “Levi’s” brand. How did men perceive dress pants (the category) in general?
At the time in which Dockers launched, men had two choices regarding pants, one of which was jeans, another one was...

﻿Nescafe is one of the leading coffee brands in the world, which has different flavored products in the market. As a motto for all these products, they have seperate techniques in order to advertise the product. For example, Nescafe’s everyday coffee has a motto of “Rich and full flavored”, while another flavor; Super premium coffee, has a motto of “Rich, bold and smouldering”. Nescafe became number two in the category of mix instant coffee because of the harsh competition of the market in...

BRAND PORTFOLIO MANAGEMENT AND THE ROLE OF BRAND ACQUISITIONS
A Dissertation
Submitted to the Graduate Faculty of the Louisiana State University and Agricultural and Mechanical College in partial fulfillment of the requirements for the degree of Doctor of Philosophy
in The Interdepartmental Program in Business Administration (Marketing)
by Yana Kuzmina B.S., Moscow State Technical University (Russia), 2001 M.B.A., Southeast Missouri State University, 2004 August, 2009...

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INTRODUCTION
Brand - A Brand is naming of a product/service which differentiate it from its competitors.A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A...

) Your company is a top automobile company established in the entry level C segment of automobiles . Introduce two brands in the A and entry B level and two brands in the upper C and D level segment. Do appropriate branding for each of the brands in order to benefit the most of a company. Set up a value proposition as a branded organization and set up great recall and credibility of your brands) Your company is a top automobile company established in the entry level C segment of automobiles ....

How Branding as a Marketing Strategy Works on the Consumers
Introduction
A brand is a name that influences buyers. This definition captures the essence of a brand: a name with power to influence buyers. But, what really is a brand? People around the globe are now living in a ‘branded’ world. This might sound obscene but in most cases, it is clearly evident. Most consumers prefer to buy a product with a well-known or a popular brand than buying an unpopular one. Some buy products with...

[pic]
Xaviers Institute of Business Management Studies
Subject Title: Brand Management
Maximum Marks: 80
Question No. 1 is compulsory and is for 16 Marks. Please attempt any 4 questions from question number 2 to 9.
1. Case Study : (Compulsory)
BURNOL
Burnol has been around for six decades as a yellow burns-relief ointment. It has almost become a generic brand. Its yellow colour reminds one of...

Scientific Approach,
One of the Group's most recent challenges is the African market. The Group merged and purchased Soft Sheen and Carson, thereby offering African consumers a new product line. The chosen approach was scientific. Alain Evrard, L'Oréal's managing director for Africa, the Orient and the Pacific, explains that L'Oréal boosted African awareness of the combined brands by: "educating hairdressers about our products and providing training in how to use them."They opened a Chicago...

What is your action plan? What should brand managers Marcilie Smith Boyle Allison Warren propose to their managers, Gordon and LaMontagne?
Marcile and Allison should propose an action plan based on two of the four areas: pricing and promotion. From Exhibit 1, increasing both blue and red bags by 5% across all channels will generate an expected $1.8M in profits a year. Regarding the drawbacks mentioned by Nick, it seems very unclear that they will concretize. Promotion wise, they need to help...

﻿Guinness Brewery: Strategic Brand Management
Brand is, according to Davidson (1995), “a collection of attributes which strongly influence purchase”. The aim of this writing is to evaluate the brand Guinness and determinate attributes of it which give the desire to purchase for customers. Brand and customer equity, then the Customer Based Brand Equity Model and the advantage of branding will be respectively described and discussed during the writing.
The Guinness brewery is a famous Irish...

L’Oreal of Paris: Bringing “Class to Mass” with Plenitude
L’Oreal, a long time hair care, skincare, and cosmetic leader, was faced with a positioning problem of their Plenitude skincare line. The Plenitude line, which included cleansers and moisturizers had been a smashing success in the French skincare market following its 1982 introduction and was introduced in the U.S. market in 1988. It had grown quickly to become the #2 brand in the market, behind Oil of Olay. Plenitude was...

This case is about the brand Dove, a successful brand for last 40 year. In 1957 it was positioned as the beauty bar. So in which business they Dove is in? It is beauty. So how do we define beauty? Beauty can be described as natural, pure, clean, fresh, aspiration, dream etc. It is difficult to define beauty, so it is more difficult to describe real beauty. The present case scenario is of 2007 where Unilever wants to reduce its 1600 brands to 400 brands and Dove would be one of the master brands....

2/3/2010
CHAPTER
5
Product and Service Strategy and Brand Management
Slide 5-1
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: 1. Explain the offering concept and offering mix portfolio. 2. Describe how the marketing manager modifies the offering mix. 3. Identify and describe the stages in the new-offering development process. 4. Identify and describe the stages in the product life cycle.
Slide 5-2
1
2/3/2010
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: 5. Explain...

There are eight stages in this process, beginning with building a strong brand. This information explains clearly the important steps to build solid, strong, long term brand name, character and symbol.
Next is the Brand Positioning stage, it gives instructions on how to position the brand in various situations.
In looking at CBBE model, which is the most important part of strategic brand management, detailed direction is given to build brand equity where the emphasis on choosing brand...

A RESEARCH PROPOSAL ON MARKETING BRAND MANAGEMENT
This proposal is about one particular aspect of marketing, “Brand Management”. Marketing is a vast discipline so as a part of writing this proposal; I chose one particular aspect of it, which will provide information about several aspects of brands in global scenario.
The main objectives of writing this proposal are:
1. Understanding the concept of brand and brand management
2. How brand names get evolved
3. Relationship of...

MKT09909
Brand Management
Topic 1
Introducing Brands and Brand
Management
What is a Brand?
Definition:
For the American Marketing Association (AMA, 2014), a
brand is a:
“name, term, sign, symbol, or design, or a combination of
them, intended to identify the goods and services of one
seller or group of sellers and to differentiate them from
those of competition.”
These different components of a brand that identify and
differentiate it are brand elements.
In creating a brand, many choices...

Strategic issues and problems: The following report will describe and analyze the case of a private hotel management company called “Rosewood Hotels and Resorts”. Rosewood hotels have 12 distinctive hotels worldwide with a strong brand image that makes each property unique. The dilemma found in this case is whether to keep the current individual branding strategy or create a corporate branding strategy, without undercutting the distinctiveness of each hotel. To do so the following points will be...

American Express
1. What explains the American Express card’s success over the past fifty years?
2. What challenges face the American Express card in 2008?
3. Delineate and rank in order the various growth options open to the American Express card.
4. How is an imminent economic recession likely to affect the revenues and profits of the American Express card?
Red Bull
1. What created Red Bull’s success? What is the core franchise and benefit? Has the product’s...

Biswas: Brand Management (MAR 6936; Spring 2013)
MAR 6936: MIDTERM EXAM STUDY GUIDE
Exam Format: The exam will have a mix of multiple-choice questions and short answers, with a higher total number of points for short answer questions.
NOTE: Anything and everything covered in class (through lectures, discussion, articles, activities, etc.) and/or posted on Blackboard, are potential exam material. The topics listed below can be used as a Study Guide. However, from an exam point of view,...

Brand Recognition in relation to Brand Loyalty
Introduction
“Brands are the most valuable intangible asset for companies” claims Bayu Sutikno of the University of Gadjah Mada in Indonesia (2011, p.319). The world is filled with brands and everyone is trying to portray a message. It is the job of the consumer to decide what brand they prefer and what brand they do not care for. Likewise it is the job of the marketer to persuade the behavior of the 7 billion consumers in the world everyday....

﻿Global brands Vs. Local Brands
Introduction
According to Ger, Belk and Lascu (1993), advances in communications and information systems technology have shrunk distances, thereby linking markets through flows of information across markets. These trends enhance the management of global operations and drives up the need to deal effectively with global competition. As firms enter international markets, branding plays an important role in its marketing strategy. Many consumers use brands as clues...

1. Brand Communication
The primary objective of the retailer is to maximize their store’s profit and an attempt to maximize the profits for each product category. To fulfill this objective and the shift in the power from manufacturers to retail chains have made it necessary for retailers to communicate their brand. It is quite common to regard advertising as a major factor in leveraging brand equity (Achenbaum, 1989; Lindsay, 1990).
“The brand is separate from the functional product;...

MKT 2500 sec. 8
12-5-12
P. 404
The three stages marketers use to measure brand loyalty is through brand recognition, brand preference, and brand insistence.
Identify and briefly describe the different types of brands. Different types of brands vary and include classifications such as private, manufacturer's or national, family, and individual brands. Private brands are offered by wholesalers and retailers. Captive brands are are national brands sold exclusively by a retail chain. Family...

Running Head: Brand Policing
BRAND POLICING
NAME
TUTOR
COURSE
DATE
Doing business today for many organizations been eased by the introduction of the internet. The internet has however become both a case and a blessing since the proliferation of the information online has been a challenge in the protection of the corporate brand. Many organizations have realized that monitoring and protecting brand use is becoming an increasingly challenging with the increase in internet...

Chapter 11
Multiple Choice
1. Ikea, the Swedish furniture chain, insists that all its stores carry the basic product
line with little room for adaptation to local tastes. If research of the U.S. market
showed that Americans preferred larger beds than their Swedish counterparts, which
of the following strategies would be advisable to Ikea?
a. standardization.
b. new product development.
c. adaptation.
d. withdraw from market.
e....

WHAT IS RE-POSITIONING?
A company or product is new and people already formed judgments about it. In other word, the company or product already has an image either good or bad or in between. Many companies are not aware of their exact image but it is important if that image can be identified. If a company does not know where it is now, then that product or company unlikely to get to where it wants to go.
RE-POSITIONING BRANDS
As markets and customer needs evolve; brands can lose customers...

Brand Extensions are an important brand growth strategy
The popularity of ‘Brand extensions’ rose since 1990s, with the increase in competition and the high costs of developing new brands (Chernatony & McDonald, 2002). This concept has been derived by marketers to optimize sales and profits by launching new or modified products under the parent brand name. In definition ‘Brand extension’ is using the leverage of a well-known brand name in one category to launch a new product in a different...

﻿This paper is to provide a detailed analysis on Barbie’s failure in China using PESTLE model. PESTLE is to analyze business activities by evaluating political, economic, social, technological, legal and environmental factors. The case of Barbie mainly involves two factors being social and economic.
A. Case Review
1. Socio-background in China
1). Social Background
In the marketing strategy of Barbie, telling the story is idiomatic methods (Brand Strategy 2004). In U.S., Barbie is not only a...

OVERVIEW
Innovations, trends and fads all create, shape, and add value to a brand. Building a strong brand takes time commitment and hard work. The identity of the brand, from the perspective of the consumers, is the foundation of a good brand-building program. Effective brand management that encompasses brand personality is of major importance in reaching the company goals of satisfaction, loyalty and profitability. Building a powerful brand requires determining the substantial...

CHALLENGE ON KBANK’S SERVICE EXCELLENCE
By Natnicha PRACHAKITTIKUL (ETU20150043)
MSc in International Luxury and Brand Management
ESC Rennes School of Business
Abstract
Many people have doubt about KASIKORNBANK (KBank) service. As double standard still
remains in KBank branch services, it is urgent need for KBank to improve its services in order to
meet its commitment “Towards Service Excellence (at every level)”. In this essay, five features
of service, 7Ps service marketing mix, and SERVQUAL...

Background:
Jute has been an integral part of Bengali culture for centuries, which is shared by both Bangladesh and West Bengal of India. Jute was called the "Golden Fibre of Bangladesh", when it used to bring major portion of the foreign currency reserve for Bangladesh. But, as the use of polythene and other synthetic materials as a substitute for jute started to capture the market, most economists said that jute industry is experiencing a decline.
In this project the selected products are...

9-599-126
REV: DECEMBER 5, 2003
JOHN DEIGHTON
You remember the ‘80s, Philip? – Of course. God hated the ‘80s. – He didn’t like anything? He liked Snapple. – God liked Snapple? Not all the flavors. — From a 1998 episode of “Chicago Hope,” a network television drama
Arnie Greenberg, Leonard Marsh, and Hyman Golden had been friends since high school. In 1972, they went into business selling all-natural apple juice to health food stores in Greenwich Village under the brand name Snapple. By...

Marketing communications play a very big role in creating a strong brand identity. A brand is more than just that, a brand is almost like a person; it holds certain characteristics, values and personality traits. Combining all these aspects allows a brand to communicate with their consumers, which creates a strong relationship between the two parties. Brands have to communicate a certain message to reach their consumers and get them on-board with the brand, they communicate their messages using...

Brand equity
Brand equityis a phraseused in the marketing industry which describe the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well known names.[1][2][3][4] Another word for "brand equity" is "brand value".
Some marketing researchers...

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Product & Brand Management - case analysis
Case: When New Products and Customer Loyalty Collide
Submitted by
Group - 8
Debabrata Panda – G14016
Ipsita Ghosh – G14020
Reddypalli Sudheer Reddy – G14043
PGDM-GM 2014-15
1 Background
This is a classic case of implications of product line expansion leading to erosion of established customer base.
Pacer Shoes is a $10 million shoe manufacturing company which is known for its technical excellence in running shoes. Its core customer...

The Influence of Personality, Brand Personality,
Values and Cultural Differences on Consumer
Behavior and Service Management
Example: McDonald’s
Author: David Burtscher
Date: 23th of June, 2014
I
Abstract
This paper presents the constructs of personality and brand personality as well as the
construct of values from consumer behavioral view. Furthermore the paper gives a short
insight into value related cultural differences. The paper can be arranged into three parts:...

Bargain Brand vs. Brand Name
Introduction
In this lab the main purpose was to research for a company that made bargain brand products to see if college students equally like bargain bands to name brands. The experiment that was preformed was based solely on the taste of the products. To be sure the only thing that affect the experiment was taste, the experiment was made a single blind experiment, which is simply the administer knows which product is which but the test subject does not. To...

A Comprehensive Comparison between Service Brand and Product Brand
Contents
Introduction
1. What is brand
1.1. Elements of Brand
1.2. Benefits of branding
1.3. Significance Of Adopting Proper Branding Strategy
2. Service brand:
2.1. Features Of Service Brand
2.2. Role Of Employers In Success Of Service Brand
2.3. Role Of Consumer In Success Of Service Brand
2.4. Challenges Service Branding Is Facing
3. Product Brand:
3.1. Features Of Product Branding...

1. Executive Summary
Burberry, founded in 1856, is a leading international luxury brand. Burberry designs, manufactures and licenses apparel and accessories for distribution through its own stores and network of prestige retailers worldwide. In early 1998, the new management team at Burberry set out its strategy to reposition and revitalise the brand, which resulted in significantly improved results and strengthened the base to build the business. With continuous growth since last five years,...

LUXURY BRANDS AND STANDARD
POPULATION
Introduction.
First Part: The industry of the luxury.
1 - History of the luxury
2 - General characteristics of the luxury.
3 - Principal actors of the luxury.
Second Part : luxury brands and general public.
1 - Identity of brand
2 - Communication of the luxury brands.
 Targets
 Positioning
 Strategy of the means
3 - Luxury and general public
Conclusion
Bibliography
Webography
Appendices
Introduction
One can describe as luxury all...

TYBMM ­ SEM V
Prof. Hemant Kombrabail
Brand Positioning
In marketing terms, there is no such thing as a product or service that exists by itself in space,
independent of the consumer. For a product to exist, it must find a place in an individual
consumer's perception of the world of products around him or her. And this perception is
subjective, governed by the individual consumer's values, beliefs, needs, experience and ...

Brand Repositioning and Types of Brand Repositioning
Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand.
For instance, Dettol toilet soap was positioned as a beauty soap initially. This was not in line with its core values. Dettol, the parent brand (anti-septic liquid) was known for its ability to heal cuts and gashes. The extension's 'beauty' positioning was not in tune with the parent’s “germ-kill” positioning.
The...

What is Rebranding?
Rebranding is the creation of a new name, term, symbol, design, or combination thereof for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors.
This may involve radical changes to the brand's logo, brand name, image, marketing strategy, and advertising themes. These changes are typically aimed at the repositioning of the brand/company, sometimes in an attempt to distance itself from certain...